Social factors result from the individual’s interactions with others as discussed below:
- Family: Family members can influence buying behavior. This influence varies based on the product type and the role of the family member.
- Roles and Status: An individual belongs to many groups like family, clubs, and organizations, where they can have different roles. The products or brands a person chooses can vary based on their role and status within these groups.
Reference Groups: These are groups with whom an individual identifies, affecting their attitudes and behavior. Marketers try to identify and appeal to different reference groups to influence consumer decisions.